This episode overview explores the Brand Leadership Scale (BLS), a comprehensive framework developed by Chang and Ko (2014) to measure a brand's ability to achieve excellence through trendsetting and strategic positioning. The discussion breaks down the four core dimensions of the scale - perceived quality, perceived value, perceived innovativeness, and perceived popularity - explaining how these consumer-centric metrics define market dominance.
Listeners will learn how the BLS differentiates itself from traditional brand equity models by focusing on the dynamic, forward-looking aspects of leadership rather than static brand assets. The overview also highlights the practical applications of the scale, demonstrating how marketing professionals can use it as a diagnostic tool for competitive analysis, resource allocation, and longitudinal performance tracking.
source: https://acalytica.com/brand-leadership-scale/
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